Design - Innovation, Strategy and Product - 1st Level Master Degree

Master - Milan

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The Italian and international business models require practitioners able to tackle the project not only from a technical and productive perspective but, above all, from a strategic and structural point of view. The Master in Design - Innovation, Strategy and Product aims to prepare a new generation of designers ready to consider any variable as a design problem, either through an analysis of the market and the needs of contemporary users, either imagining future scenarios, in favor of innovative solutions. Design has become an instrument capable of innovating the strategic objectives of companies. The traditional user-centered (UCD) approach modifies the concept from "designing for" to "designing with" people, adapting today's socio-economic and production system in evolution.

Career opportunities - The Master in Design - Innovation, Strategy and Product prepares practitioners with expertise in the fields of design and innovation, able to enter the role of Designer within the creative/design and strategic/managerial field, design agencies, companies, self-employment and self-production realities and institutions.

Degree title - The course is recognised by MIUR (Ministry for Education, University and Research) as an Academic Master Level I credit rated at 60 credits allowing students to progress further in their studies in Italy or abroad.

  • Credits
  • Start date
    January 2018
  • Duration
    1 Year
  • Attendance
  • Language

Entry requirements - The Master must include an Honours Degree in the fields of architecture, engineering, design, economics or humanities both for Italian and foreigner students.

Methodology and structure - The philosophy of the course, project and client based, is to lead participants from design thinking methodology towards experimentation and practice.

Based on cross-disciplinary work team, the course enables all participants - through development processes and creative methodologies - to think collectively by sharing their knowledge and know-how and by taking advantage of skills such as critical analysis, problem setting and problem solving, methodological design mastery and experimentation of innovating systems, design management and correct application of design languages.

Each project has a reference Professor carefully chosen for his/her skills in a specific field. Lectures allow participants to face and get in touch with eminent design, economics and business profiles, in order to increase cultural influences to apply to project themes. Strong links with main firms, both Italian and international, enable external knowledge and skills in terms of design, case-studies and business strategies.

The preliminary phases of the Master course covers themes related to design thinking and relevant methodologies: methods and User Centered Design tools. Students then deal with the different phases of the design process, each with differing aims, complexity and objectives. In parallel, a series of nurture courses which support projects through strategy, technology and communication, are aimed at fostering the personal and professional growth of the whole team.

Results of the Final Project are presented at the end of the course and the curricular internship to a commission consisting of industry professionals and experts.

  • Syllabus

    • Design Methods

      Aim of the module is to cover the vast array of design methodologies that are used throughout the Master course. It will explore the culture of team work as a successful design asset and will then move on to provide greater insight into the methodology of Design Thinking. The module will also explore the methodology of Double Diamond as a converging and divergent design thinking process.

    • Design Elements

      The aim of this course is to acquaint students with the physicality of design (expression, proportions, composition, details), through the correct use of skills to judge aspects such as ergonomics, usability and affordability of the product. Students will analyze the relationship between function, form and product architecture, enhancing the relationship between design language and design style and demonstrating the importance of both conveying a personal style and following the design style of a business agency.

    • History and Culture

      This intensive course is designed to align students coming from diverse design backgrounds with current design trends. It starts by covering the Italian design industry, then covers the converging influences of different design cultures, from Italian to Scandinavian, showing how they have converged to create a special cultural mix.
      In terms of new design scenarios, the course will highlight the existence of analogue and digital ecosystems and the importance of both brand service and brand experience.

    • Communication - Synthesis and Storytelling

      Effective communication design is a fundamental skill needed by professional designers, be it in the sharing of information within a work team, or in terms of communicating designs to clients. This module aims to equip students with the necessary skills to manage and disseminate information of differing natures and effectively synthesize information. The course will cover the strategy of design storytelling by using different narration tools such as verbal and digital storytelling and the use of graphic tools.

    • Technologies

       This module offers a level of cultural enrichment by providing technology scenarios, where those who are at the forefront of research technology serve as examples to help deepen students’ knowledge of design topics. Students will deal with the issue of identifying the correct production processes for a particular product, in order for designing as efficient as possible. This module will also cover a new cultural approach to design through the application of Design Life Cycle principles.

    • Management & Business

      This module aims to cover brand and product strategies, offering valuable assistance by helping design teams define the strategic considerations which help determine the correct competitive product positioning in relation to customer needs. Particular focus is given to the brand experience, considered a valuable tool in creating a global definition for a product.

    • Design 1

      The first project will look at the product in terms of the relationships that exist between brand, distribution and design and the Maker and DIY movements. Students will cover the business strategies, competitive analysis, strategy distribution and online communication. In order to conceptualize the product, a combination of primary and secondary research will be used, to understand the socio-cultural context and the user need.

    • Design 2

      The second project will cover the theme of brand distribution through the study of the technological, production and socio-cultural context with the aim of identifying the correct product and design portfolio. Students will gain a deeper understanding of online–offline relationships; in order to identify distribution and communication strategies, a combination of primary and secondary research and an ethnographic approach will be used. Students will also learn to identify the relationships between brand guidelines and design guidelines.

    • Design 3

      The third project focuses on the relationship between brand reputation, communication distribution, product and portfolio. This is achieved through the understanding of entrepreneurship and business strategy, technological, production and socio-cultural contexts. Students will improve their research skills using a combination of qualitative and quantitative research techniques.

    • Dissertation project

      The final test reflects the client-driven spirit of the Master degree. Students will take on a project brief supplied by the agency board, or an industrial challenge developed internally by a team of students. In the latter case, through the development of the brief, students need to demonstrate the acquisition of analytical and strategic design thought, the ability to work autonomously within a team and to have the necessary skills to communicate designs in both a concrete and effective manner.

    • Case Study

      Meetings with professionals from various design, artistic and industrial sectors will expand students’ skills and perspectives, and provide a forum for students to discuss their own designs and consider new stimuli from an innovative perspective, in collaboration with industry stakeholders.

    • External Visits

      During the Master studies, guided visits will take place. These will include visits to key sites of Italian design, such as international exhibitions, agencies, production sites, museums and showrooms.

Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Federico Chicco Ferretti - Course coordinator

Federico Chicco Ferretti - Course coordinator
In over 15 years of experience in companies such as Continuum, Frog, uno:uno and Mattel, he excelled in the creation of innovative concepts, products and services solutions for different international clients such as Allsteel, BIC, GM, Motorola, NEC, Orange, 3M, Pirelli, Philips, Sennheiser and Samsung. For Frog design he was Associate Creative Director, leading the ID team and focusing on the convergence of design and interaction.

Jacopo Bargellini

Jacopo Bargellini
He is a Strategic Design Consultant, dealing with innovation and trends research for international companies, among which: Philips, Panasonic, Swarovski, JVC, Versace, Sharp, ING Direct, Guzzini, Candy, Versace Casa, San Pellegrino, 3M, Morellato, U-boat, Samsung, Verallia Saint Gobain, LG, Indesit, Ceres. As a Journalist he wrote I 12 principi del design management: costruire un’azienda design oriented and Design Trendsetting: capire le tendenze per creare prodotti innovativi both edited by Franco Angeli. 

Pietro Chiera

Pietro Chiera
Raised in Milan, Pietro has been living and studying in Sweden and Spain before coming back and graduating in Product Design at IED Milan. Before joining Continuum in 2011, he has been working for the Japanese design studio Setsu & Shinobu Ito in Milan, collaborating with renowned companies in the field of furniture, accessories and exhibit design.

Chris Miller

Chris Miller
Since 2012 he has been working as Product Design Director at Design Group Italia. Among his main projects: industrial products for ABB, consumer product for Scotch-Brite, corporate branding for Capacent, furniture design for Neoset, retail design for Blue Lagoon and stand design for Italia del Gusto. He has over 10 years of experience as a designer; among his awards: 1999 Intel Design Award with the multi-adaptor Multi Plan; 2009 Shop of the Year, Iceland, with Blue Lagoon Flagship Store; 2010 and 2014 Red Dot Design Award.

Dagmara Siemieniec

Dagmara Siemieniec
She graduated at Academy of Fine Arts in Krakow and got a Master in Industrial Design at Polytechnic of Milan. Before co-founding uno:uno designers studio she worked at Continuum, a design and innovation consultancy, and at Design Group Italia. She was involved in several programs such as kids goods, stationery, consumer goods, electronics, office furniture. She works with: Moleskine, Artsana, Samsung, 3M, Allsteel.

Diletta Toniolo

Diletta Toniolo
Degree in Political Sciences at Universita’ degli Studi di Milano, specialized in English language at Columbia University of New York, she has always developed her passion for design, that she’s teaching through history courses and research labs on contemporary trends. With an intense journalistic activity, she collaborates with Box International Trade, Domus, Bravacasa, Arketipo, il Mattino, Corriere della Sera, Sky Alice, 24 Ore Television, Radio 24 and managed exhibitions and events.

Gabriel Weirich

Gabriel Weirich
Graduated in Fashion Design (HAW Hamburg), he got a Master at Domus Academy. His studio is specialized in product design, trend research, innovation management and design strategy. Among his awards: DAAD, Marlborough Design Award, Red Dot Design Award “Best of the Best”.  Linkedin

Valentina Giuffré

Valentina Giuffré
Business & Lifestyle Coach, communications consultant, Neuro Linguistic Programming expert, she works with individuals and companies to define what success means to them and how to get it. Linkedin

Serena Bonomi

Serena Bonomi
Graduated in Product Design at IED in 2012, then she took her master in Design at IED the following year. During and after the master, she collected experiences across different industries, companies and design studios, ranging from trend forecasting to industrial design and strategic consultancy. While working for 3M European Design Lab, she won the second edition of the BMW CreativeLab, which led her to work as a design consultant for BMW Designworks, Napapijri and VF Corporation.

Attila Veress

Attila Veress
Born in Transylvania, he grew up in the UAE and graduated in Industrial Design in Milan. His thesis was included in the ADI Index Targa Giovani. Winner of the BMW Creative Lab in 2013, he has also collaborated with companies such as Nestlè, 3M, BMW,TVS, Caimi Brevetti, Eataly and Fratelli Guzzini. Thanks to these experiences he worked for a variety of industries, with the aim of creating value synergies between brands and product experience.

Simone Bonanni

Simone Bonanni
Graduated at IED Milano in 2011 with the project Atmo, awarded with a Honourable Mention at the 23rd ADI Compasso D'oro Award (Targa Giovani). In the same year he began his professional career working at Valerio Sommella design studio in Milan. In 2012 he worked at BPM Studio in Milan as Product Designer, the he joined the Marcel Wanders team in Amsterdam. Here he worked for clients such as Olivari, Bisazza, Magis, Moooi, Poliform, Alessi and many others. Back from The Netherlands, he settled down in Milan and opened his design studio.

Riccardo Gatti

Riccardo Gatti
3D modeling for design and architecture expert, he graduated in Industrial design at the Polytechnic of Milan, then collaborated with well-known design studios in Milan. Since 2004 he has been working as a freelance designer.

Antigone Acconci

Antigone Acconci
Graduated in Architecture at Florence University, she got a Master at IED Milano, where she’s currently working as final project coordinator and teacher. She works as architect and interior designer for several Italian and international brands. In 2011 she was nominated with Riccardo Bastiani as Young Design Talent by Elle Decor Italy. Linkedin